1. Covered so far:
• The stages of a films life cycle
• Conglomerates
• Vertical and horizontal integration
• Finance
• Distribution
• Digital technology
• Marketing methods (traditional, quadrant, viral)
• Tent poles
AS media – section B
Connect
2. AS media – section B
Still to cover:
• Production (in relation to the case study films)
• Exhibition
• Marketing
• Audience theory
• Convergence
• Synergy
Connect
3. Pit stop!
When we look at the profile of a target
audience, we consider their demographics and
psychographics.
What do these terms mean?
Connect
5. Demographic classifications
Which category do you think that you
fit into?
CLASS- We divide class into 5 categories:
A: Upper Upper Class: i.e. Royalty/ PM etc
B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank
Managers
C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects
C2: Lower Middle Class: Plumbers, Electricians, Mechanics
D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road
sweepers, rubbish collectors
E: Lower Class: Unemployed, Homeless, Non-income
Students are
considered
Band E!
However, this
does not tell us
much about
you.
We use the
classification of
your parent or
carer instead.
Complete your
C.R.A.I.G with
the
demographic
classification
for you.
Discover
7. Stuart Hall - Reception
theory
When a media product is made, it is aimed at a
specific target audience. However, we can’t always
control who will like it and who will hate it.
As an audience we READ a media text in different
ways. Stuart Hall created a theory about this. He
thinks that we read a media text in one of three
ways.
Discover
8. Reception theory (Stuart Hall)
• Dominant reading: the audience enjoys the
media text. They will believe and agree with the
media text and never question it. They will never
miss an episode or edition of it.
• Negotiated reading: the audience enjoys the
media text but does not watch or read every
episode. They might find some elements boring
or unbelievable.
• Oppositional reading: The audience understands
the meaning of the media text but does not agree
with it or enjoy it at all. They see issues or
problems in it.
Discover
9. Q1: How is the man treating the dog?
Q2: What impact does this have on the dog?
You are going to explore how poster campaigns are
used to tease the audience and encourage them to
watch a Film or TV drama.
10. Marketing methods
• Posters and trailers (TV and film exhibition)
are the most traditional marketing methods
used to promote a film.
• In recent years, distributors have started
employing teaser posters in order to promote
tent pole films.
Discover
16. Can you guess the film?
The smurfs 2
How did you
know?
17. Teaser postersDiscover
Teaser posters contain very little information and yet
audiences are often able to recognise which TV show or
film it is advertising.
They are usually a simplified version of the traditional
advertising poster
that only work if
the audience has
a prior awareness
Of the media text.
18. Often they create a series of teaser posters as part of a campaign.
Why do you think that they have used a different character from Harry Potter in
each teaser poster?
Why do you think that they have not put the full title of the film on the poster?
19. Here are two posters for the TV Drama ‘Mad Men’.
One is an advertising poster and one is part of a teaser poster campaign.
What similarities and differences can you identify between the two?
Similarities Differences
Simple version.
Attracts an
audience who
already have
an
understanding
of the show.
20. Conventions
Call to action
Key information on the poster
that explains, what, where to
watch it or when.
Simplistic layout
Minimal information that creates
a very clean, clear poster.
Symbolic codes
A strong, visual image that
connotes meaning.
This could be a colour, an object
or a person.
Genre codes
A visual that gives us a strong clue
as to the genre of the drama.
Enigma codes
A mystery created on the teaser
poster. Something that intrigues
the audience but is not explained.Text
A title or call to action. Usually in
large, bold font.
Develop
21. Simplistic layout
Draw an arrow pointing to the conventions
Call to action
Symbolic codes
Text
Simplistic layout
Genre codes Enigma codes
Evidence? What genre does it
connote?
What visuals can you see that
have a meaning?
What does it tell the audience?
What questions does it create
about the show?
What is the denotation of the
image
What does the text communicate
to the audience?
23. Explore the poster campaigns for
both films (teaser and
conventional)
1. Label each with the conventions we have explored today.
2. What target audience does each poster appeal to?
Consider:
-Quadrant marketing
-Demographics
-Psychographics
-Dominant, negotiated and oppositional readings
Can you tie this into a regional, national and international audience?
4.What affect does this poster have on the audience?
Key words: enigma codes, convention, target audience, connotes.
5. What are the similarities and differences?
6. In your opinion, which one is most successful at promoting the film to a target
audience? Explain your answer using the PEA structure.
Develop
24. Date Question Key topics
Jan ‘09 Discuss the ways in which media products are produced and distributed to audiences. Production
Distribution
Audience
June ‘09 How important is technological convergence for institutions and audiences within a media
area
which you have studied?
Technological convergence
Institutions
Audience
Jan ‘10 “Global institutions dominate media production. These institutions sell their products and
services to national audiences.” To what extent do you agree with this statement?
Institutions
Production
Audience
June ‘10 What significance does the continuing development of digital media technology have for
media institutions and audiences?
Digital technology
Institutions
audiences
Jan ‘11 Discuss the issues raised by media ownership in the production and exchange of media
texts in your chosen media area.
Media ownership
Production
exchange
June ‘11 “Successful media products depend as much upon marketing and distribution to a specific
audience as they do upon good production practices”. To what extent would you agree
with this statement, within the media area you have studied?
Marketing
Distribution
Production
audiences
Jan ‘12 To what extent does digital distribution affect the marketing and consumption of media
products in the media area you have studied?
Digital distribution
Marketing
audiences
June ‘12 “Cross media convergence and synergy are vital processes in the successful marketing of
media products to audiences”. To what extent do you agree with this statement in relation
to your chosen media area?
Cross media convergence
Marketing
audiences
Jan ‘13 What impact does media ownership have upon the range of products available to
audiences in the media area you have studied?
Media ownership
audiences
June ‘13 Evaluate the role of digital technology in the marketing and consumption of products in
the media area that you have studied.
Digital technology
Marketing
Consumption
